Manager of 'Proactive-Partners' (PP); following a situation analysis completed for our new car release 'RESPONSE'. Presented to the executive team of PP is a Marketing Mix allowing us to market our new car line most effectively. PP located in Western Sydney are at stage 2 of business development the introduction of our new car line. PP offers onsite showroom and online sales. Company Mission is: Embracing Environmental Wellness Together. Unique Selling Proposition line called 'Response' includes stylish uniquely distinctive features; its primary fuel source is ethanol petrol levels upto100% and a hybrid electric engine. It is designed as a stylish vehicle . PP implements the Societal Marketing Concept Marketing Approach. PP delivers superior customer value and superior business performance.

Target MarketThere were many trends identified through situation analysis; in fact only some will be mentioned now. Trends emerging within Australia consist of; smaller family sizes; decreases in the number of couples/families with children.

Technological environment influencing marketing in two ways; new products and new processes (McCarthy, et al 1997). Increasing business regulation; stronger government agency enforcement and growth of public interest groups.

Society searching for more meaningful and enduring values forcing firms to adopt societal marketing concept. A rise in patriotism (McCarthy et al 1997) And consumers are boycotting products that have been manufactured in a way that would damage the environment. (MacDonald, 2003)Market segmentation is an essential part in today's business world. Not all customers have the same requirements and a market strategy which does not recognise this can result in product and business failure. Market segmentation is splitting customers, or potential customers...

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1 pages2541Mar/20023.0

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